Linguacultural Semantics of Rating Units in Tourist Advertising Texts in the Kazakh Language
Anahtar Kelimeler:
advertising, discourse, evaluative vocabulary, linguacultural studies, semantics, national code, pragmatics.Özet
This article, devoted to the linguacultural semantics of evaluative units in advertising texts for tourists in the Kazakh language, analyzes the national-cultural significance and influential function of evaluative vocabulary frequently encountered in the discourse of tourism advertising.
The study focused on positive evaluation tools that enhance the attractiveness of a tourist destination and product: epithets, intensifiers and superlatives, emotionally expressive units, metaphorical evaluation models, and evaluative phrases that overlap with the names of ethnocultural realities. The study aimed to determine which cultural codes are reflected in Kazakh-language tourist advertising texts through evaluative units (hospitality, spatial patterns, natural characteristics, traditions and historical memory, national cuisine, and ethnosymbolism) and to describe their role in strategies for influencing the recipient. The study utilized a comprehensive approach of linguacultural analysis, discourse-pragmatic analysis, semantic-componential analysis, and contextual interpretation. The results of the analysis demonstrated that the purpose of evaluative units in tourism advertising is not limited to evoking emotions: they «encode» cultural values that define national identity in the text and contribute to the formation of the destination's cultural image. It was also found that evaluative vocabulary serves to give meaning to the natural landscape (steppe, mountains, lake) in aesthetic and axiological terms, reinforcing conceptual models such as «sacred place», «roots» and «spiritual peace».
The theoretical significance of this study lies in its clarification of concepts at the intersection of evaluation semantics, discourse theory, and national codeme issues using the example of tourist advertising texts in a linguacultural context. Identifying the connection between evaluative units and cultural markers allows for a systematic description of Kazakh-language advertising discourse and an explanation of the textual representation of cultural meaning. The findings of this study can be used in planning tourism brand communications, cultural adaptation processes for advertising texts, and the development of teaching and learning materials for higher education institutions in the disciplines of cultural linguistics, media linguistics, discourse analysis, and Kazakh language stylistics.
In conclusion, studying the discourse of tourism advertising from a linguacultural perspective is an important area for developing a national brand and explaining the mechanisms of cultural communication.
Referanslar
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REFERENCES
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